THE #1 STRATEGY FOR HIGH-PERFORMANCE BRANDS

THE REAL DEFINITION OF A BRAND.

THE DISCIPLINES OF BRAND BUILDING.

WHAT YOU’LL LEARN:

LET’S START WITH DISPELLING SOME MYTHS.

LET’S START WITH DISPELLING SOME MYTHS.

A BRAND IS NOT JUST A LOGO.FIRST:

A BRAND IS NOT JUST AN IDENTITY.SECOND:

A BRAND IS DEFINITELY NOT JUST A PRODUCTTHIRD:

BRANDING MATTERS MORE IN B2B THAN B2C

FOURTH:

B2B B2C

Small/ Focussed target market Large target market

Features/ Functional/ Education Benefits/ symbolic/ appeal

Rational mostly Emotional mostly

Less/ selective media consumption Multiple touch points

Long lead time/ multi step process Short lead time

Long term relationship Instantly interesting

Create and support demand Drive demand

B2B vs B2C Marketing

SO WHAT EXACTLY IS A BRAND?

A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE OR ORGANISATION.

A BRAND EVOKES THE SAME FEELING AND RESPONSE EACH TIME IT IS EXPOSED TO AN INDIVIDUAL.

It’s a GUT FEELING because brands are defined by individuals, not companies, markets or

public.

It’s a GUT FEELING because people are emotional, intuitive beings.

IN OTHER WORDS . . .

IT’S NOT WHAT YOU SAY IT IS.

IT’S WHAT THEY SAY IT IS.

WHY IS BRANDING SO USEFUL?People have too many choices and too little time.

Consumers have a short term memory

Most offerings claim similar services and features.

We tend to base our selection of services on trust.

{ TRUST }

T = r + dTrust reliability delight

TRUST COMES FROM MEETING AND BEATING EXPECTATIONS.

AND BY BECOMING A CHARISMATIC BRAND.

BUT FIRST,

WE MUST MASTER THE FIVE DISCIPLINES OF BRAND-BUILDING.

DISCIPLINE 1:DIFFERENTIATE

OUR BRAINS ARE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT.

FOCUS.

FIGURE THE BRAND ESSENCE. DEVELOP A BRAND PROMISE.

BRAND ESSENCE:

UNDERSTAND WHO YOU ARE / WANT TO BE.

BRAND PROMISE:

UNDERSTAND HOW OTHERS SEE YOU, AND WHAT YOU MEAN TO THEM.

DISCIPLINE 2:COLLABORATE

IT TAKES A VILLAGE FULL OF BRAND CUSTODIANS TO BUILD A BRAND

SPARKS FLY WHEN APPLES MEET ORANGES

OR IN LAYMAN TERMS . . .

WHEN BUSINESS STRATEGY AT MUNJAL AUTO

MEETS COMPELLING CREATIVITY AT G.O.D

DISCIPLINE 3:INNOVATE

HOW DO WE KNOW IF AN IDEA IS INNOVATIVE?

WHEN IT JOLTS OUR MINDS INTO SEEING MUNJAL AUTO AS A BRAND.

BRANDING

is not just being seen as BETTER than competition

It is being seen as the ONLY SOLUTION to your consumer’s

problem

Copyright Guild of Designers 2014

A GREAT COMPANY NEEDS A STAND-OUT NAME.

MUNJAL AUTO IS A GREAT NAME.

A GREAT NAME DESERVES

GREAT GRAPHICS.

NEWS FLASHLOGOS ARE DEAD. LONG LIVE ICONS AND

MNEMONICS

{ ICONS }

AN ICON IS A NAME AND VISUAL SYMBOL THAT SUGGESTS A MARKET POSITION.

{ IDENTITY}

CORPORATE PROFILE & IDENDITY DEVELOPMENT WILL REMAIN EFFECTIVE TRADITIONAL TOOLS TO IDENTIFY BRANDS.

1. Internal Branding & Stationery 2. Brochures 3. Website 4. Premiums

{ WEBSITE }

THE FIRST POINT OF CONTACT BETWEEN YOU AND YOUR AUDIENCE.

ASK YOURSELF THESE SIMPLE QUESTIONS:

DOES OUR WEBSITE LOOK FAT IN THIS DRESS?

MUNJAL AUTO INFO: GOODDESIGN LANGUAGE: NEEDS ATTNEASE OF NAVIGATION: DIFFICULTGENERATE LEADS: CAN DO BETTER

A WEBSITE MAY SUFFERING FROM DDS – DISTRESSED DESIGN

SYNDROME?1. DEPARTMENTOLYSIS – Each department wants to be on the home page.

2. FEATUREITIS – Communication Clutter. Belief that more is better.

3. TECHNO PHOBIA – Still saying things with words instead of visuals, animations & videos.

{ CUT THROUGH THE CLUTTER}

DISCIPLINE 4:CULTIVATE

{ GOOD PRACTICE }

A HIGHLY CREATIVE AND CONSISTENT BRAND PERSONALITY MUST BE CULTIVATED TO COMMUNICATE WHAT ALS STANDS FOR.

{CHARACTER}

BRANDS ARE LIKE PEOPLE. BRANDS HAVE CHARACTER.

CONTROL THE LOOK & FEEL OF YOUR BRAND.

BUT ALSO, INFLUENCE THE CHARACTER OF THE BRAND.

{ COMMUNICATION }

BE LOUD. NOT HERD.

EXTERNAL COMMUNICATION SHOULD BE THOUGHT OUT AS A STRATEGY TO SPREAD THE

BRAND ESSENCE AND GIVE OUT THE BRAND PROMISE.

THIS SHOULD INCLUDE:OUTBOUND SERVICE COLLATERAL. PROGRAMME SHEETS.

NEWSLETTERS. RESULT SHEETS. PREMIUM GIVE-AWAYS, CALENDARS, DIARIES.

DISCIPLINE 5:VALIDATE

Once you have DIFFERENTIATED, COLLABORATED, INNOVATED and CULTIVATED

disciplines of BRAND BUILDING,It’s time to review and VALIDATE:

1. UNIQENESS 2. RELEVANCE 3. BRAND RECALL 4. BRAND CHARACTER

WHAT MUNJAL NEEDS IS A CBO. (Chief Branding Officer)

The Bridge between LOGIC and MAGIC, Strategy and Design

GUILD of DESIGNERS LOVES being THE CBO.